Developing Enthusiastically Satisfied Customers

June 3, 2014 •Comments Off on Developing Enthusiastically Satisfied Customers

Brand Autopsy Archeology Week continues…

A hallmark of the Brand Autopsy blog has been taking offbeat sources and connecting the dots back to business. In March of 2004 I connected the dots between the business practices of drug dealers to activities we in the legitimate game of business strive to do well.

My seven-part “Street Corner Selling Curriculum” series of posts were based off of Bruce Jacob’s classic book, DEALING CRACK, which shared field research he had done to better understand the ins and outs of selling crack cocaine.

This particular post shares quotes from drug dealers on how they develop enthusiastically satisfied customers.

first published on March 3, 2004

Today’s topic is:

Developing Enthusiastically Satisfied Customers

Businesses that focus on cultivating enthusiastically satisfied customers will typically generate a loyal customer base that will gladly refer that business to their friends and family. Drug dealers must also develop enthusiastically satisfied customers because nearly all of their sales growth is tied directly to customer referrals.

In the world of illicit street drugs, the mythic importance of a good connection cannot be overstated. Most people involved in the generic process of purchasing want the most and best product for the least amount of money, and crack buyers evaluate dealers by seeking out those who are perceived to offer the best deal.

A number of sellers attempted to target their market strategies accordingly. Selling the fattest stones, offering more product for the money than was customary, and giving credit were all geared to entice customers to seek them and them only.

Bo Joe — “The bigger ones [rocks] you serve, the more customers you get. You don’t gotta worry about no one else getting’ the sale because they [users] want you.”

Ice-D — “You give’em more than what you should because they look at their competitors and know that ain’t what so and so gave me [last time].”

Deuce Low — “Everybody try to keep they own clientele. Homie spoiled a customer so much last night, he don’t wanna deal with me – only him.”

K-Rock — “Providing fat stones may hook customers into buying from a particular seller, but smaller quantities – provided sometimes at reduced cost or free of charge – keeps the addiction going. Cultivation is arguably most effective (and most appreciated) when users are at their height of desperation, In the twilight of a binge, for example, even the most meager form of generosity can look colossal and reflect positively on the dealer who is ‘compassionate’ enough to offer a free or cut-rate nugget.”

K-Rock — “When a customer’s geekin’ … I’ll break off some pieces like give’em a fifteen for a ten, or a ten for a five, or just break off like two and three dollar pieces. I kinda feel guilty – know that they got kids. So I don’t be taxin’ like that. You’re gonna lose money, but you’re gonna keep your clientele. You know they get paid at the first of the month, and they gonna keep spendin’ with me [because I did that for them]. I’m true to the smokers. That why my clientele be so high.”

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About

I believe passion and a sense of purpose fuel successful marketing messages, whether delivered via a product, a service, an experience, or a presentation. My background includes a decade working deep inside the marketing departments at Starbucks Coffee and Whole Foods Market.